Dominican tourism: Data intelligence to enhance the visitor experience
The Ministry of Tourism (MITUR) has taken a strategic step in sector management by revealing the use of advanced data analysis tools to thoroughly understand the behavior of travelers who choose the Dominican Republic as their preferred destination. Through Technical Vice Minister Jacqueline Mora, it was reported that the institution monitors more than 250 key indicators to optimize tourist arrivals and improve the local offering.
Strategies based on specific profiles
MITUR’s strategy is based on the precise segmentation of visitors. Through the analysis of half a million surveys and the use of internal platforms, the ministry can identify diverse profiles, such as the traditional Punta Cana tourist, the urban traveler, the cruise passenger, the diaspora, and the luxury segment. Each of these groups presents distinct consumption patterns, accommodation preferences, and needs.
As an example, the institution presented the typical profile of an American tourist between 36 and 49 years old, who plans her vacations months in advance. This segment usually combines relaxation in hotels with local experiences such as buggy tours and historical visits to the Colonial City, which allows the ministry to focus its promotional efforts with greater precision.
Each segment is different. We cannot maintain the same strategy with a segment that is changing.
Jacqueline Mora, Technical Vice Minister of Tourism.
Partnership with Visa to optimize tourism spending
One of the current pillars of MITUR is the strengthening of market intelligence through a new alliance with Visa. This agreement will allow for a more accurate breakdown of visitor consumption patterns, identifying how and where tourism spending is distributed throughout the national territory.
- Monitoring of 250 tourism indicators through internal platforms.
- Identification of new segments, including the luxury tourist with an estimated daily expenditure of 2,000 dollars.
- Analysis of urban tourist behavior, who extends their economic impact to local supermarkets and restaurants.
The Minister of Tourism, David Collado, described this collaboration as a key piece for making the country’s promotion more efficient. With these actions, the Government seeks not only to attract more visitors, but to ensure that the economic impact reaches various sectors of the Dominican tourism value chain.
